What was the Challenge / Background of the Campaign?

Razor manufacturer Schick created a Facebook app, The Schibliminizer, that subliminally embeds men's Christmas wishes into the minds of their partners.

What was the Campaign Objective?

To change attitudes in the run up to Christmas and acquire new customers/defend market share. Additionally, Schick wanted to increase their social media following and drive web traffic.

What was the Solution?

By logging onto The Schibliminizer, which was created by Y&R New Zealand, users could choose from two 'unbearably cute' videos. Having selected either the puppies or the smiling baby film, men were then required to upload an image of themselves, and a photo of the present they wanted. These were embedded into the video, so that when your wife/girlfriend watches it, she subliminally picks up on the fact that you really, really want a motorbike

What were the Results?

On a tiny budget of US $3,300, Schick's Schibliminizer delivered 18 million Facebook impressions and was actively used by 3,321 people, 13% of their entire audience. the messaging was spot on for Schick, and a refreshing example that brand values can shine through without the need for clunky product placement or references.

What were the Key Learnings of this Campaign?

Exposure from paid-for media the app's strong concept could have spread globally.